Facebook Riches

In this training, we will walk through various parts of Facebook Advertising and
how to use it for profit.
There are several resources throughout this page that will help you with page
creation, posting ads, technical stuff & more, so frequently reference this page
as a resource and guide as you get started.
**PLEASE NOTE - Facebook is ever changing and makes updates daily. The
training tutorials are a guide. The concepts are the same but buttons may be
added and visually things may be slightly different as they make changes. This
page is updated frequently and we keep things as up to date as possible!
WHAT TO LOOK FOR ON THIS PAGE
1. Getting Started (Skip this if you've run ads on Facebook before)

2. Creating Campaigns
3. Determining a Target Audience 
4. Facebook Ads
5. Sample Ad Assets

6. FAQ
7. Bonus Videos

Getting Started:
(Skip this if you've run ads on Facebook before)
 Learn how to create a Facebook account and Business Page so you can
market on Facebook https://business.facebook.com/
Creating a Business Manager Account

Setting Up Your Business Manager Account

Creating Campaigns:
Facebook Ads Manager: 
This is where you will do most of your campaign creation and work. Facebook is split
into Personal and Business. You can create ads on the personal side of Facebook with
very limited features. I recommend using business Facebook and using Facebook Ads
Manager for all paid advertising. 
Ads Manager Quick Access Link (log in to Facebook, then open a new tab and use the Quick
Link to go straight to Ads Manager): https://www.facebook.com/ads/manager 
Campaign Objectives: 
When you create your first campaign Facebook throws a bunch of options your
way. The first you'll see is the "Special Ads Category" this is covered in detail
further down the page but you have to select that for real estate and classify
your ads as "housing". 
After this, you will see "What's your marketing objective?". This is where
facebook gives you the choice to assign an objective to your campaign which
will decide a lot of your options and how thigs will work. Without getting into
explaining each I will tell you that the most important ones
are Lead Generation, Traffic, Messages, & Conversions. Make your selection
based on your "Marketing Objective" or the type of campaign you're trying to
run.
After this, you set a campaign name (Stay organized) and then your budget
which can be set as a daily budget or lifetime budget to run until a specific
date. We always use daily budgets. Your campaign bid strategy can just stay
with the lowest cost or whatever facebook defaults. 
(Ideally, you should have several "campaigns" running at any given time)

Determining A Target Audience: 

Special Ads Category: 
 The options you choose should not discriminate against people based on
certain personal characteristics, as defined by Facebook’s Discriminatory
Practices Policy. (Found Here) You will also need to make sure you select
"Special Ads Category" and then "Housing" at the campaign level of creating
your Facebook campaign if its anything related to real estate offers. 
 For ads in "Housing" Special Ad Categories (which is going to be almost
everything you run), the following audience options are different or unavailable:
 Locations: You can target your ads to people by geographic
location (such as country, region, state, province, city or congressional
district), but not by ZIP code. Specific locations you select will include a
15-mile radius around that targeted city, address or pin-drop. For
example, if you want to reach people in the city of Seattle, your
audience will also include people within a 15-mile radius of Seattle’s city
center.
 Age: You can’t edit this option. Audiences must include ages 18
through 65+.
 Gender: You can’t edit this option. Audiences must include all
genders.
  Detailed Targeting: Some demographic, behavior and interest
options are unavailable. Excluding any detailed targeting selections is
also unavailable. Good targeting ideas include First-time
buyer, Homes.com, House Hunting, Luxury real estate, Mortgage
loans, Real estate, Real estate investing, Starter home, Trulia, Zillow.
 You should test open targeting (meaning selecting no detailed interested
or anything) and targeting popular home listing sites such as First-time
buyer, Homes.com, House Hunting, Luxury real estate, Mortgage loans, Real
estate, Real estate investing, Starter home, Trulia, Zillow in a separate ad set. 
 

 If the home has other large additional features like a horse barn, tennis
courts, gourmet kitchen, etc...then you may want to consider adding
additional selects.
 

Understanding and Creating Custom Audiences

In this training, we walk through the steps to creating Dark Post Ads and Custom Audiences on
Facebook. 
Facebook Custom Audience:
A Facebook Custom Audience is basically a special audience or grouping or
users that have taken a specific action or simply from a list. To upload a list
such as an email list you will need a list of your contact's email addresses saved
as a .txt or .csv file. The more information such as first name, last name,
address, etc that you have the better chance facebook has of matching it to a
person. If you want to create separate marketing campaigns for each type of
contact (ie: buyers, sellers, sphere of influence, etc) you will need to upload
each type of lead as a separate list. There is not much of a limit to how many
audiences you can create. These lists are also not dynamic and do not "update".
We recommend updating your lists once every month or so depending on how
quickly yours is growing.
The following tutorial walks through the steps of creating a Facebook Custom Audience
by uploading your contact list.
Custom Audience-Contact List PDF Tutorial
*We've also noticed on some  brand new  advertising accounts that the list
upload feature has been disabled and is suppose to be enabled after
advertising for a period of a few weeks. Just be aware if this happens to you,
you will have to run some cold traffic campaigns to start. 
Using a Custom Audience:
Once you have created your custom audience you can create your ads that will target them by
selecting the custom audience drop-down at the Ad Set level of campaign creation. Once you've
selected the audience you will be all set to continue the campaign creation process. Note that
you can also stack custom audiences in the same Ad Set if they are relevant enough or you can
create multiple ad sets within a campaign each targeting a different custom audience. With
some proper labeling, you will be able to split test your custom audiences for the best results. 

Facebook Ads:
Creating Facebook Lead Ads
 Learn the entire Lead Ad set up, the most productive and profitable
version of a Dark Post. A "Dark Post" simply means that the ad is only going
to be seen by the audience you are targeting and will not show up on your
Facebook business page.

 Below Video 2 are the items you'll need to get started and that you should
prepare ahead of time.

In order to set up your Facebook Buyer Generation Lead Ad you will need:
 A direct link to your listing whether it be from your branded website,
company website, or even the Zillow Link for the home. At the point the leads
sees any website with the home's information, you've already captured their
information and should be calling them. By using a link that already exists, it
cuts out the step of creating a separate Weebly website for the listing.
 A Privacy Policy link so Facebook knows you will not sell the names of
those who opt in for your offers. Use the privacy link from your personal
 website or you may use this one that we are
providing: https://monster.leadpages.co/privacypolicytermsconditions/
 How To Download Your Leads From Facebook




  
 *Bonus* Integration Options for Facebook
While Facebook leads are HOT, they currently do not notify you when each lead
comes in. You'll have to download them manually from your Facebook
application each day. THIS IS NOT EFFICIENT! Use an integration so you can get
notified of the lead in real-time! Zapier – Link your different technology
applications together. Get notified of Facebook leads in real-time by connecting
this to Infusion, Aweber or simply setting up an Email
Notification. www.Zapier.com
How To Get Your Leads From Facebook and Integrating with Zapier for Leads in
Real-Time
 Learn how to download your leads directly from Facebook on a
spreadsheet
 Learn how to receive an Email when a lead comes in using Zapier
 Learn how to receive a Text Message when a lead comes in using Zapier

How to Generate Leads Using Facebook Messenger Campaigns 

Why Facebook Messenger?
Facebook Messenger is quickly becoming the hot new way to aquire leads. They
are the hottest thing next to a booked appointment and even better than a
phone call because you can delegate these out and be talking to several at
once! You will need to download the "Facebook Pages" app to talk to leads on
your cell phone. Or if you're using your computer you can find the messenger
inbox for your page on your Facebook pages admin section. *Remeber your
personal messenger inbox is different from your business one!

Sample Ad Assets:
Sample Ad Text For A Property Listing Ad (copy and paste for easy
use):
Below are some of the text areas needed in the ad set up and how to place the
wording in your ad. You should leave the Display URL blank, use a Headline as
noted below, but you would switch the Text and News Feed Link Description to
match your home. The "Preview This Property & Beat Out Other Buyers Now!"
portion of the News Feed Link Description can always be used too, just change
the first half of that section to match your home. The Text section should
always contain the basic location and specs of the home.

TEXT: West Palm Beach Luxury Townhome Available Now! 3 Bed - 3.5 Baths -
2,560sqft with Deep Water Dock for Large Boats!
Headline: CLICK to Access This Home!
News Feed Link Description: Live and Experience the Beach Life in a Luxurious &
Safe Community. Pictures, Pricing and Preview Available! Preview This Property
& Beat Out Other Buyers Now!
Display URL: leave this area blank, do not put a link or text here.
Sample Ad Text For Free Home Values (copy & paste for easy use):
Text: Tampa Bay Area Home Values Are Changing! Get Your Updated
Home Value Now!

Headline: CLICK To Get YOUR Updated Home Value!

News Feed Link Description: (insert zip/area) Home Values Are
Changing. Want To Know What YOUR Home is Worth Right Now?

Display URL:  leave this area blank, do not put a link or text here.

Sample Pictures You Can Use:

Click on any of the images below to download and use in your ads
and/or business profile picture.

              

           

           
            

            
 

FAQ:

1. Does Facebook Marketing cost anything?

 YES, you do have to spend money to properly market yourself, BUT, the
good news is you can do it with as little as $5/day, less than the price of
lunch!
2. Am I going to be able to figure it out?
 YES, although there is a learning curve, you will be able to figure it out
using the tutorial.

3. Do I need a website to send them to when they click my Facebook ad?

 YES, you will need a direct link to your listing for Buyer Generation. If you
do not have it on a branded or brokerage site, pull the direct link from Zillow,
 Trulia or Redfin to put in the Link URL section of your Lead Form.  For Seller
Generation you can simply just send them to your page on the brokerage
site. By the time any leads view the site after submitting their information,
you've already capture their contact info and should be in touch with them.

4. If I start running ads and see a mistake, can I stop them or am I stuck?
 YES, you can stop and start your ads at any point. You can also edit your
ads at any time while they are active. If you have made a mistake, there is no
need to panic, it can be fixed!
5. Once I have successful ads running, will I be able to track my ads to know if
they are working?
 YES, Facebook provides you with a dashboard to see what type of results
your ad is getting.  It will show you how many people saw the ad, clicked it,
the cost, and other reporting factors.
6. Do I have to use the Special Ads Category for my advertising campaigns?
 YES, Facebook now requires any housing or real estate related offers to
use the special ads category. If you don't use this Facebook will eventually
find out ad shut down your campaigns. They will ban your account from
advertising if you're a repeat offender. 
 

Bonus Videos:
Facebook Ads Clinic Agent Interview - Facebook
Marketplace

 
Facebook Ads For Realtors w/Greg Luther & Facebook Ads
Expert Derek